UNDERSTANDING SOCIAL MEDIA DISCOURSES ON URBAN FARMING AND TRADITIONAL FOOD: A NETNOGRAPHIC APPROACH

Abstract

The growing popularity of urban farming and traditional food has been significantly influenced by social media, which serves as a platform for sharing knowledge and fostering discussions among enthusiasts and communities. Urban farming offers a solution to food security and environmental challenges in urban areas, while traditional food plays a crucial role in preserving cultural heritage and promoting local ingredients. However, the dynamics of how these topics are discussed and perceived on social media remain underexplored. This study aims to analyze social media discourses surrounding urban farming and traditional food through a netnographic approach, focusing on the interactions and narratives shared by users. The objectives of this research are to understand how social media users engage in discussions about urban farming and traditional food, identify the key themes that emerge in these conversations, and explore the role of online communities in shaping public perception of these practices. Data was collected from various social media platforms using netnography, which enables a detailed analysis of user-generated content and online interactions. The findings reveal that discussions on urban farming often center around sustainability, community engagement, and innovative practices, while traditional food is discussed in the context of cultural preservation, nostalgia, and health benefits. Online communities act as crucial agents in promoting awareness and providing a sense of belonging among those interested in these topics. The study also highlights the impact of social media influencers and content creators in amplifying these discussions and shaping trends. The conclusion suggests that social media plays a vital role in the promotion and popularization of urban farming and traditional food, offering both opportunities and challenges for advocates. It recommends that stakeholders, including policymakers and practitioners, leverage the power of social media to further promote sustainable urban practices and the cultural value of traditional food. Additionally, fostering collaborations with online influencers and content creators could enhance the visibility and reach of these initiatives, contributing to a broader societal impact.